My Xs Max had a slightly warm screen tone compared to my X, so I thought I'd compare it against the others at the Apple Store before asking for an exchange. After I turned off true tone, disabled auto-brightness, etc. to make the store phones comparable, I was shocked at how much dimmer the store display model was. I would say roughly 20% dimmer than my Xs Max. Not only that, the contrast on the store phones was horrendous. Text seems to pop off the screen on mine in comparison. Thinking it was a fluke, I went to the next demo phone, then the next one, then the next one. Same thing. The display phones at the store were all slightly colder color temp, however much dimmer at max brightness. I walked down to the T-Mobile store and the AT&T stores down the hallway in the mall -- same thing. In fact there was another guy standing next to me who was really surprised how much better my screen was. So sure my Xs Max screen isn't as cold in terms of color temperature than my iPhone X, but it was light-years ahead of all of the ones I compared it to today. The improvement in contrast on my made the other ones look like a different cheaper model. I'm shocked at the variation on displays.